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Life OK ties up with Breakthrough’s Bell Bajao campaign

To create awareness and address issue of domestic violence

BestMediaInfo Bureau | Delhi | March 9, 2012

A majority of married women in India experience domestic violence and the United Nation Population Fund Report puts that number at around two-thirds. It estimates as many as 70 per cent of married women in the country between the age of 15 and 49 are victims of beating, rape or forced sex.

Life OK’s drama series, `Saubhagyavati Bhava', seeks to highlight the plight of women who experience such abuse through the story of Jhanvi, a newly-married middle-class homemaker. Her husband Viraj suffers from obsessive compulsive personality disorder (OCPD) and the character is surprisingly abusive and charming at the same time, leaving Jhanvi physically, mentally and emotionally tortured.

To get the message across and beyond the small screen and to help alleviate the pain of women suffering this torture in everday life, Life OK has tied up with Breakthrough’s Bell Bajao initiative. The 360-degree campaign encourages men to be catalysts in bringing down cases of domestic violence. As part of this tie-up, Life Ok and Bell Bajao will jointly host ‘awareness camps’ to educate people about domestic violence and its impact on society. In addition, Life Ok will use Breakthrough's resources to train people from diverse backgrounds and communities (such as youth from marginalized backgrounds, local leaders and opinion makers, service providers, staff of government agencies, teachers, health workers) to convey knowledge, share ideas and to reshape individuals. The footprint of this initiative is spread across seven districts in Uttar Pradesh and five districts in Delhi and Karnataka.

“Domestic violence is a persisting problem in our society, and it’s only through such powerful initiatives can we try and change this. The tie-up between Life Ok’s Saubhagyvati Bhava and Bell Bajao is symbiotic, and we hope to reach out to our viewers to help us in bringing about this change in society. Healthy relationships are the key to happiness in life; this is the philosophy of Life OK and its content and we hope to help everyone achieve this happiness,” commented Ajit Thakur, General Manager, Life OK.

“For us human rights must live in every home so that women enjoy equality and freedom,” said Sonali Khan, Vice-President, Breakthrough India. ”Saubhagyavati Bhava is entering people's homes and raising the issue of domestic violence and is trying to shake people out of their inertia. We believe that this partnership with Life OK will help spread Bell Bajao’s message to a large audience.”

Breakthrough is an innovative inter­national human rights organisation using the power of popular culture, leadership training and community education to transform public attitudes and advance equality, justice and dignity.

Info@BestMediaInfo.com

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